The New Media Standard: Multichannel Content. Mark Jones SVP Customer Solutions RR Donnelley

Transcription

1 The New Media Standard: Multichannel Content Mark Jones SVP Customer Solutions RR Donnelley Presented by GAA & IDEAlliance January 18-21, 2011

2 RR Donnelley & Online Response Applications Cross-Media Solutions - Design Creative for Cross Media - Print to Digital: -Personalized URLs (PURLs) - 2-D Barcodes - Use Cases in Verticals - Digital Editions -Premedia s Role in Cross Media - Industry & Market Trends in Mobile Presented by GAA & IDEAlliance January 18-21, 2011

3 Video here: RRD Creative Presented by GAA & IDEAlliance January 18-21, 2011

4 Creative Services is Changing Rapidly Social Expression Internet, ipad and Social Media Digital Photography, Video and Rich Media Global Appeal and Global Sensibilities Sharing Images and Design RR Donnelley s Design Exchange Inspiration, Collaboration Presented by GAA & IDEAlliance January 18-21, 2011

5 RR Donnelley s Global Creative Team Seattle Portland Menasha Chicago Dallas New York Lancaster Atlanta Edinburgh Dublin London Warsaw Beijing Shanghai Shenzhen Chennai Over 1,000 Graphic Design Professionals! Presented by GAA & IDEAlliance January 18-21, 2011

6 Web Solutions and Social Expression Brand messaging can be expanded in more organic and trusted ways. Similar to hearing from a friend how great a product was, loyal or even first-time customers can be powerful influencers to get the word out through tools like Twitter and Facebook. Animation as well as video can be more effective at catching viewers attention. Offering product demonstrations through animation or video allows a consumer to understand in a deeper way the quality and use of specific products and services. Targeting messaging to top-level pages as well as through banner advertising provides quick information regarding a product or service. Presented by GAA & IDEAlliance January 18-21, 2011

7 Mastering Current and Future Technologies ViDEO IN HERE

8 Print to Digital - How Do PURLs Work? Presented by GAA & IDEAlliance 8 January 18-21, 2011

9 How Do PURLs Work? Pre-Populated Landing Pages Entice Corrections. Self-Cleansing Data by Consumers Segment Warm and Hot Leads Peak & Non-Peak Visits Do Males & Females Respond at the Same Time? Orphaned Pages When Did They Abandon the Offer? Price & Offer Sensitivity Experiment Testing with Gifts & Incentives to Different Segments Analyze & Track Campaign Results Survey Reader on Editorial Preferences Real -Time Campaign Response No Waiting To Find Out How the Campaign is Performing 9

10 GURLs & PURLs What s the Difference? GURLs Generalized URLs PURLs Personalized URLs The Customer You Don t Know Used For Prospecting Responders Give Information & Become a Marketable Customer Ads Magazines - Catalogs The Customer You Know Name & Other Demographic Data Is Already Known Direct Mail & Statements julierinard.walgreensoffer.com GURL Responses Become Future PURL Solicitations Presented by GAA & IDEAlliance 10 January 18-21, 2011

11 How Industry Segments Are Using 2-D & PURLs Education Travel Entertainment Automotive Real Estate Magazine Catalog Retail/Franchise Packaging University or College Recruitment, Fundraising, and Event Registration Personalized Offers by Location or Interest, Excursion Offerings, Resort Credit, Reviews, Reservations, Virtual Property Tours Billboards, Posters, Movie Trailers, Ticket Purchases, Gaming Offers, Resort Credits, Advance Registration For Performances, Movie Releases, Concert Paraphernalia, Gaming Packages, Outdoor Signage Vehicle Launch Promotions, Accessories and Options, Billboards, Buses, Location-based Dealer Information Open House Registrations, Property Information, Business Cards, Virtual Tour Subscription Renewals, In-book Promotions, Event Enrollment, Sweepstakes and Promotions, Provide Additional Product Information Beyond Ad space, Measure Interest in Editorial Content, Enrich Reader Experience Drive Online Sales or Brick & Mortar Traffic, Mini-stores, Coupon Programs, Test Pricing & Gifting, Real-time Availability & Pricing, Order Forecasting, Additional Product Information In-store Promotions, Loyalty Programs, Menu Ideas, Accessories, Companion Items Assembly Instructions, Companion Items, Special Offers Presented by GAA & IDEAlliance 11 January 18-21, 2011

12 Print to Digital - What is a QR Code? QR Stands for Quick Response. It is a Two-Dimensional Bar Code That allow its Contents To Be Decoded at High Speed by a Mobile Phone Camera. It Is Essentially a Web Address in a Graphical Format That Takes Consumers to Mobile Content. Presented by GAA & IDEAlliance 12 January 18-21, 2011

13 How Do QR Codes Work? Personalized URLs JulieRinard.magoffer.com JULIE Pre-populated Fields (Customer Name is Known) RINARD Based on Data File Bar Code is Variable 123 Street CHICAGO RRD.com Generalized URLs Links to Engaging Content: Travel Video, etc. Bar Code is Static A QR Code Can Replace or Work Along with a PURL or GURL in a Marketing Message (Customer Name NOT Known) The code is scanned using a mobile phone camera, and software decodes it and takes the user to a PURL or a GURL landing page Presented by GAA & IDEAlliance 13 January 18-21, 2011

14 Black Friday 2010 Record Scans 2-D Barcode Scans on Black Friday Were Triple Compared to a Normal Shopping Day 20 Times the 2009 Volume Weekend Shopping Saw 30 Times the Scanning Volume vs. One Year Ago Mobile Marketer 12/01/2010 Presented by GAA & IDEAlliance 14 January 18-21, 2011

15 Consumer Applications: Calvin Klein Presented by GAA & IDEAlliance 15 January 18-21, 2011

16 Consumer Applications: Nike QR Codes Presented by GAA & IDEAlliance January 18-21, 2011

17 Consumer Application: Iron Man 2 Movie Promotion Ad Can Be in a Billboard or Magazine QR Code Takes Consumers to A Video of the Movie Trailer and Mobile Website Presented by GAA & IDEAlliance January 18-21, 2011

18 Custom Design Codes Presented by GAA & IDEAlliance 18 January 18-21, 2011

19 QR Codes in a Marketing Campaign Benefits Eliminates the Need to Type the Web Address Make PURLs and GURLs More Portable QR Codes Can Go Anywhere, In Any Size From Business Cards.to Billboards Take Advantage of Impulse Interest Presented by GAA & IDEAlliance January 18-21,

20 QR Codes / 2-D Barcodes in Action Step 1: Create QR Code Step 3: User Scans Codes on Mobile Device Step 2: Add Codes to Your Print Piece Step 4: PURL Page Loads Up on Mobile Device Presented by GAA & IDEAlliance 20 January 18-21, 2011

21 Retail Applications: Polo Ralph Lauren Ralph Lauren Used QR Codes In Advertisements For The US Open When Scanned, The Code Led Consumers To An E-commerce Site Where They Could Shop The Ralph Lauren Collection. Presented by GAA & IDEAlliance 21 January 18-21, 2011

22 Retail Applications: In-Store PRODUCT INFORMATION ON STORE SHELVES IN -STORE SIGNAGE DRIVING COUPON OFFERINGS Presented by GAA & IDEAlliance 22 January 18-21, 2011

23 Retail Applications: ROP Ads & Flyers ENGAGE CUSTOMERS IN OBTAINING MORE PRODUCT INFORMATION OR PRODUCT DEMONSTRATION VIDEOS. Presented by GAA & IDEAlliance 23 January 18-21, 2011

24 Retail / Magazine Application: Link to Videos -Pepsi Magazine Ad Featured British TV Celebrity and Model Kelly Brook with QR Codes. -Consumers Snap the Code Panel Using Their Mobile and the QR Reader To Connect Their Handset to the Site. -Mobile Site Provided Quick Access to Ms. Brook videos which were also Featured on Pepsi's Websites and TV Ads. Presented by GAA & IDEAlliance 24 January 18-21, 2011

25 Print to Digital: DIGITAL EDITIONS DIGITAL EDITION TECHNOLOGIES Reach new markets and distribute information in a more dynamic and interactive way Deliver outstanding ROI from increased sales through the reuse of existing creative investments Multichannel solution provides perfect brand and channel cohesion Exact replica of the printed magazine Contains web-enabled enhancements Hypertext links, video and audio features Generates additional reader engagement Improves original print program with interactive features 25 Presented by GAA & IDEAlliance January 18-21, 2011

26 Print to Digital: DIGITAL EDITIONS MOBILE DEVICE SUPPORT FOR ON-THE-GO READERS 26 Presented by GAA & IDEAlliance January 18-21, 2011

27 Print to Digital: DIGITAL EDITIONS CREATE A NEW RELATIONSHIP WITH YOUR READERS Leverages significant publishing investment Quick ROI payback Greater reach at lower cost Familiar format ideal for transitioning to the Web A more dynamic user experience Use of flash to broaden visual capabilities Personalization via micro-versioning Track past behavior / categories of interest Measure Analytics Integrated into client workflows Supports Digital Subscriptions, Single Copy Sales and Article Downloads 27 Presented by GAA & IDEAlliance January 18-21, 2011

28 Market Trends Influencing Response Options 51% of the US Population Has Access to Broadband - Always On Connection - At Home or Work 73% of Consumers Prefer to Receive Product Offers Via US Mail 43% of People Prefer to Respond to Direct Marketing Online* Every Direct Mail Campaign Must Have An Online Response Option *Study conducted by the Direct Marketing Association (DMA) Presented by GAA & IDEAlliance January 18-21,

29 Mobile Market Trends 31% Smartphones vs. 69% Feature Phones* Smartphone Sales Will Grow to 50% of Phone Sales by the End of Currently at 41% as of Q3 2010* By 2011, Over 85 Percent of New Handsets Will Be Able to Access The Mobile Web** Mobile Browsing Will Outpace Desktop Browsing within 5 years*** * The Nielson Company ** Gartner (March 2010) via mobithinking.com ***Morgan Stanley s Mobile Internet Report December 15, 2009 Presented by GAA & IDEAlliance 29 January 18-21, 2011

30 WHY ARE WE DOING THIS? Adding value to customer relationships help them get there! Aggressive experimentation in play last year As customers attempt to monetize! 2011 will be more about RESULTS!!! Foundations from our prepress data management content mastering color services and design skills all apply in cross-media workflows as we work with customers to develop appropriate solutions! As customers struggle with their spend and media mix there is new value in our ability to execute their ideas! We re constantly evolving and expanding our suite of products and services as our customers continue to evolve along the path of providing their content how when-where the consumer wants it! Nimblefish, 8Touches recent acquisitions. Build/Buy ongoing it never ends more integrated communication services for our clients. We all need to participate in defining The New Normal for media standards! Presented by GAA & IDEAlliance January 18-21, 2011

31 Thanks for your Attention! Presented by GAA & IDEAlliance January 18-21, 2011